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Understanding customer service - Essay Example

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This reality occurs when a businessperson learns about the perceptions or desires of other stakeholders in the business. Within the business…
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Understanding customer service
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Moment of Truth Introduction A moment of truth could be defined as an instance when an individual encounters something which appears real within a business world. This reality occurs when a businessperson learns about the perceptions or desires of other stakeholders in the business. Within the business world, these instances occur differently in different industries. Any instance when a businessperson learns about the perception of business stakeholders regarding services or products provided by the business becomes a moment of truth. These moments initiate actions upon the businessperson, aimed at ensuring delivery of desirable products or services. While these moments keep occurring within a business, capturing these moments remains essential in enhancing business performance. The identification of such moments therefore becomes essential in reacting to the moment of truth presented to a businessperson.
Moments of truth
Jan Carlzon’s moment of truth focused on instances when businesspersons came into contact with customers. While the customer remains the most influential stakeholder to the success of business, this might not be the only moment of truth. Coming into contact with customer, however, remains a significant moment because the business becomes enabled to learn about the perceptions of the customer (Carlzon 1989). Understanding these feeling and perceptions remains essential in making customer service better. Within service focused businesses, this aspect of contacting the customer remains essential as the customer consumes the services directly. Within a manufacturing industry the instances of making such contact become increasingly limited. Customers rarely have direct contact with the company and the moment of truth could be encountered through the products delivered.
Encounters with realistic experiences enable visualization of experiences based on the perceptions of other individuals. Companies can improve their performance through addressing various issues occurring within a moment of truth, by initiating essential changes into business operations. Not all interactions with customers could be defined as moments of truth. Increased focus on customer interactions could provide misleading information regarding the expectations of other people regarding the business products and services. Business products can enable business customers to make decisions regarding company products or services. Moments of truth can be established through analysis of company performance, based on the vision and mission of the company. This aspect defines moments of truth from the organisational perspective, and consequently enables adopting of change towards delivering improved services.
Conclusion
In defining moments of truth, the kind of products provided within the industry remains essential in determingin the moments of truth. While many such moments could be focused on the customer, moments of truth could occur differently within other industry. Within the healthcare, industry for example, the care provided becomes much important than friendliness of the doctors and nurses. Despite the probability of employees being unfriendly, within such a setting, the customer would become immensely satisfied by getting well, than being accorded first class treatment and failing to get well. The moments of truth would not be defined through contact with the customers, but through the services provided by the establishment. The moment of truth, therefore, always remain focused on the customer, either through direct contact in service industry, or through provided service and goods. This remains a measure of customer satisfaction and their probability of seeking such services again, from the same company.
Reference
Carlzon, J., 1989. Moments of Truth, London: Harper Collins.
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